10.
Innovate
-
Get the user involved
-
Let the them participate
-
Technology should be used
to help the creation
-
Create a strong and
Unique user experience
-
Bring the right Message
at the righ place to the right time
Montag, 14. Juni 2010

22.
USER GENERATED CONTENT
How it works
Propose to the consumer to create the communication themselves
Advantages
- Can take many forms: advertising, music videos, video games, songs…
- Consumer show their passion for the brand and express their feelings
about
the Mango Fashion
- Contributors get their 15 minutes of fame
-IDEA
Use a range of online activities, to get consumers to visit your website,
where they are encouraged to interact with the brand by creating their
own Mango-Style. Something like *whatshouldiwearbymango.com*, but
is created by your customers, and doesn’t show any models.
Montag, 14. Juni 2010

25.
CUSTOMIZATION / PRODUCT
How it works
Offer consumers the possibillity to customize their products by creating their
own elements
Advantages
-Improve the relation with the product by adding an emotional dimension
-Recruit new customers
-Beneﬁts in terms of image for the brand mango
-IDEA
- Give your target the possibility to design their own *Mango*
Montag, 14. Juni 2010

28.
ADVERTAINMENT
How it works
Mix between „advertising“ and „entertainment“. Can take the form of
mini-series, animation, interactive game…
Advantages
- Offer an entertaining content that doesn‘t look like standard ads
Let‘s go further
- To use advertainment is an important step for a brand, as it needs a strong
effort in terms of investment and creativity
Montag, 14. Juni 2010

30.
STREET MARKETING
How it works
Street marketing is an unconventional way to do promotion by invading
public area.
Advantages
- Surprise the target-group and involve them
- Entertain the audience
- Create awareness for difﬁcult target groups
-IDEA
Make a happening for the release of the new collection. Mango-Girls spread
trough the big cities with the new collection by mango and exchange their
Mango-Clothes with the bystanders. People gave what they are wearing to
receive a piece of the new mango collection.
Montag, 14. Juni 2010

32.
VIRTUAL WORLDS
How it works
Create a immersive space where users can move around and interact with
other avatars
Advantages
-Fun and innovative experience
-Overcome time, space and language hurdles
-IDEA
Creat a Mango world, a place of inspiring, safe and creative environment,
which makes fun! Build a community for all Mango-Fans which love
the mango Fashion. Give them the possibility to create their own *avatar*
and to dress it in their own style.
Montag, 14. Juni 2010

34.
iPHONE
How it works
Develop an iPhone application
Advantages
-Offer a quality content for the customer
-Give users a long-lasting brand experience
-Beneﬁt from the hype around the apple product
-IDEA
Create a sexy and luxury iPhone application for all Mango Fans
Montag, 14. Juni 2010

36.
MOBILE MARKETING Based on image recognition
How it works
point – snap – ﬁnd
Advantages
-Mobile (image recognition): the bridge between Ofﬂine and POS / Shop
-Interaction and two-way communication with consumers
-Consumers are engaged with adv.-activity instead of just passing by
-IDEA
Use digital image recognition, allowing poster ads to ‘talk’-with the help of
mobile phone technology. Giving a *voice* to Penélope, this poster invites
to photograph the featured person’s mouth, using their mobile phone. Once
the photo is sent to a speciﬁc number, the mobile phone rings and the
recipient can hear the story behind the poster’s featured person, in our case
Penélope Cruz.
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37.
Snap a picture of an ad and hear the story behind
LISTEN TO ME
Snap a picture of Penélope, send it via
MMS to 5555 and hear her story
Montag, 14. Juni 2010

38.
More ideas
• ADVERGAMING
Create a video game around the communication
elements
• WIDGETS
Offer a small software that gives information and is
set up directly on the desktop of the user
• INTERACTIVE CATALOGUES
Just snap a picture of your favorite dress and order it
on the go.
• VIRAL FILMS
Ad ﬁlms that are only broadcasted on internet
• BLOGS CONTENT
Broadcast a message adapted to the speciﬁcity of the
blogs
Montag, 14. Juni 2010